Quiz 1
COMM 202
Spring 2014

Name: ___________________
Please highlight your answers to the 20 questions below.
1) One of the traditions of U.S. journalism implied in the Constitution is that the mass media should report news and
A) be inexpensive enough for consumers to afford..
B) offer space so advertisers can reach their potential customers.
C) provide politicians with a venue to speak uncensored to the citizenry.
D) serve as a watchdog of government on behalf of the people.

2) English thinker John Milton advocated exposure to competing ideas as the best way to discover truth in a concept he termed the
A) information-persuasion dichotomy.
B) marketplace of ideas.
C) information revelation function.
D) media market.

3) A defining characteristic of mass communication is that it
A) can easily survive without technological assistance.
B) relies on technology.
C) preceded technology.
D) continues to exist despite technological advances.

4) This technological innovation of the 1440s allowed scientists to print their theories and experimental results for wide dissemination.
A) photography
B) printing paper
C) rotary press
D) movable metal type

5) Mass media industries earn most of their revenue from
A) subscriptions and advertising.
B) advertising and classifieds.
C) sales and subscriptions.
D) advertising and sales.

6) What advertisers are really paying the mass media for is
A) publicity and prestige.
B) access to potential customers.
C) protection against financial stagnation.
D) conglomeration.

7) The 1927 Federal Radio Act was based on the
A) scarcity model.
B) marketplace model.
C) capitalist model.
D) public-interest model.

8) All of the following were contributing factors in the success of the penny press EXCEPT
A) industrialization
B) immigration
C) literacy
D) democracy